ABC Yours rebrand aims to build on Aunty’s reputation of ‘trust’ at every stage of Australian life

The ABC is positioning itself as a broadcaster for Australians at ‘every stage’ of life, with its new brand positioning: ABC “Yours”.

ABC Made, the broadcaster’s in house creative agency, partnered with Thinkerbell co-founder Adam Ferrier for the re-positioning, which seeks to reinforce the ABC as Australia’s most ‘trusted, valued and distinctive’ media organisation.

Director of ABC Audiences, Leisa Bacon, said the new “Yours” positioning, suggests the broadcaster supports every Australian.

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“The ABC is unique in its ability to unite the nation, facilitate the important conversations and develop the minds of our children. It is a touchstone for independence, trust and quality and the new brand position, “Yours” says just that, we are here for every Australian,” Bacon said.

ABC Made’s creative director Diana Costantini, added: “‘Yours” might be a simple word but it certainly carries a lot of weight. It reminds us all, every day, that the work we do is for all Australians. With false facts being rife and commercials masquerading as entertainment, we wanted to find an honest expression and a unique brand position. The ABC belongs to Australia and “Yours” sums that up”.

Zoe Samios worked at Mumbrella between 2016 and 2019, finishing up as senior media reporter in March 2019. She completed her degree at the University of Sydney in Media and Communications. She's previously travelled overseas for internships, including to South Korea, where she worked as a reporter for The Korea Herald.

So they added a “y’ and an “s” from current branding. I wonder how long this “rebrand” took these jokers. Done nothing to address the community feedback around – yours/theirs/not mine. Good one Leisa and Di – another navel gazing, internally facing, Australian dollar wasting exercise. What a joke.

Haha – 1) the move from “ours” to “yours” – fact
2) the community feedback/development around “yours/not ours” – fact
3) the fact that this rebrand didn’t do anything to address point 2 – fact
4) the fact that it’s internally facing given all the above points – fact

Erudition should be reserved for academics whose job it is to articulate abstract concepts. Simplicity and customer-centricity is supposedly the domain of brand experts who understand the parameters around their brand – which clearly this has fallen short of.

Rolling on the floor laughing! This is a case study on people inside an echo-chamber inside a bubble all agreeing with each other. Have these ABC types no connection whatsoever to the wider Australian community? It’s either supreme irony, or total lack of self awareness in play. The ABC is LESS “trusted” than at any time in its history. It is universally seen and understood to be a vehicle for Green-Left world views, and the exclusion of all others. It continues its angry jihad against Christian churches and religions, indulging in anti-Catholic hate speech on a daily basis. By all means try to earn trust, ABC, but the key word there is “earn”. The ABC has at least a decade of atonement and improvement to get there.

I saw this everytime people pass comment on a rebrand but you need to withhold your judgement people.

@Mike, you may well be right, if the ABC brand is in such bad shape, as you say, what would you have them do? Nothing?

Or should they attempt to improve the perception of them by embarking on a rebrand like this one. Remember, the work seen here is a moment in time, not the final result. If this idea of being a broadcaster that is ‘here for every Australian’ then it does need to earn that position – in its programming, commentary, hiring policy, business strategy, customer experience and all the other multitude of touch points that combine to form a brand.

What a waste of fantastic talent. It’s crazy to think that Aunty actually does have some of the best news, docos and dramas on tele but they just can’t seem to communicate that fact.

Time for a clean out of the PR and marketing depts to get some fresh ideas and perspective into the place. The ABC deserves better, because the programming side of things is solid and they actually do have brilliant talent.

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